Trustpilot partners with AI companies as traditional search declines

Vendors and payment platforms are making strategic moves as AI in ecommerce replaces traditional search tools for shoppers.

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Trustpilot is reported to be pursuing partnerships with large eCommerce companies as AI-driven shopping gains traction.

In an interview with Bloomberg News [paywall], chief executive Adrian Blair said that AI agents acting on behalf of consumers require lots of information about the businesses they’re willing to interact with. He said the most effective systems will rely on datasets like those held by Trustpilot, adding that the company aims to work with major eCommerce sites to make greater use of its data.

Trustpilot expects its operating margin to reach 30% by 2030, with the improvement linked partly to the use of its content by LLMs. According to Bloomberg, traffic patterns are beginning to reflect this. Click-throughs from AI-based search increased by 1,490% over the past year, thanks in no small part to search giant Google’s decision to make an AI search the default.

Data from Promptwatch indicates that Trustpilot ranked as the fifth most cited domain globally in ChatGPT in January this year.

Blair said that large language models have created a new channel through which Trustpilot content is presented, noting a rise in exposure and referral traffic from LLM-based algorithms.